Susannah Butters' first article (and now probably her last) in the Mail newspaper entitled "E-cigarettes 'can cause more harm than smoking' experts say" - has caused a furious reaction from health professionals, academics, researchers and experts in tobacco harm reduction.
One of these is Clive Bates, an expert in this field and former Director of ASH (Action on Smoking and Health) - who immediately reported the article to the Press Complaints Commission.
Clive Bates, a worldwide acknowledged expert in 'harm reduction' and former Director of ASH - has lodged a formal complaint with the Press Complaints Commission (PCC) over the Daily Mail reporting of electronic cigarettes, in particular the article entitled "E-cigarettes 'can cause more harm than smoking,' experts say".
He says that the Daily Mail article about electronic cigarettes has been "lazy, stupid and inaccurate" and goes on to say "is just total rubbish and completely irresponsible. There is no kinder way to put it."
His complaint centres around Section 1 of the Editors Code of Practice, which states :
i) The Press must take care not to publish inaccurate, misleading or distorted information, including pictures.
The first part of his complaint states :
"The headline and premise of the story is completely inaccurate – there are no circumstances in which e-cigarettes cause more harm than smoking. In reality they are are almost harmless"
His complaint goes on to detail how there are no facts or arguments in the article to support the headline, that there are no "Experts" quoted in the article that agree with the headline because there are no "Experts" who agree with this statement.
He finishes his complaint with these words "A grossly inaccurate story like this could have real impacts on human welfare if it discourages people from switching from smoking cigarettes to e-cigarettes."
Read a full copy of Clive Bates' formal complaint to the Press Complaints Commission here :